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Experience on case writing

Experience on case writing. Marcus M. Larsen/SMG mml.smg@cbs.dk. Case writing experience. Numerous cases published with Ivey Cases LEGO, Coloplast, Bestseller, Carlsberg, Nokia, Vestas ( three translated into Chinese ) 8,000 + downloads. My approach to case structure.

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Experience on case writing

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  1. Experience on case writing Marcus M. Larsen/SMG mml.smg@cbs.dk

  2. Case writingexperience • Numerous cases published with Ivey Cases • LEGO, Coloplast, Bestseller, Carlsberg, Nokia, Vestas (threetranslatedintoChinese) • 8,000+ downloads

  3. My approach to case structure • Introduction/prologue • What is the dilemma? • What is the keyquestion(s)? • Who is the protagonist? • Company background • History, financialbackground, keypeople, organization, products, markets, competitors, etc. • The narrative • Whatare the key events that led to the dilemma? • How canwe understand the dilemma from multiple perspectives? • (Conclusion/epilogue) • Recap dilemma and keyquestion(s)

  4. Writing tips • Make it a narrative/creative non-fiction – NOT ACADEMIC! • “Ultimately, the primary goal of the creative nonfiction writer is to communicate information, just like a reporter, but to shape it in a way that reads like fiction” (Gutind 2007; The Best Creative Nonfiction) • Useplenty of quotes • Either from interviews or from secondarysources • Includeplenty of appendices • Remove all mundane information from the case itself

  5. Practicalities • Obtaining data: a question of what the dilemma is! • From the case companyitself • Interviews, observation, internalcompanydocuments, etc. • From publiclyavailablesecondarysources • Newspapers, magazines, industryreports, companypressreleases, etc. • Dealing with case company • It is free marketing! • Who is the keycontact person? • Obtaining the content to use

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